Sample Newsletter: Ignore the Demographics, Find a Movement

Transcript from my newsletter of 2nd May.

If you prefer to listen:

I’m going through the revised version of a program I went through 2 years ago, on starting and growing a 7-figure, one-person business.

It’s delivering a new twist on old tales.

The message I’ve got so far is to stop thinking about niches and demographics, and start thinking about beliefs and movements.


‘Movements’ comprise people with similar beliefs.

When you identify with a movement, it’s easier to get attention, because people gravitate towards positions or messages that reinforce their beliefs.

Conversely, if you try to change someone’s belief you will almost certainly fail.

In marketing terms, it’s easier to talk to someone about why your solution is better than the one they are currently using, because they already believe in the need for a solution.

But if they don’t believe they need a solution, you’ll struggle.

That’s why it’s better to focus on movements than demographics.

Demographics have been widely used for decades, but they don’t define movements.

Here’s an example we were given in the program:

  • Male
  • Born in 1948
  • Lives in the UK
  • Married twice
  • Wealthy
  • Famous
  • Lives in a castle

Those demographics are pretty specific, but they would not help you to connect with a tribe of like-minded people.

That’s because they apply to both Prince Charles, heir to the British throne, and Ozzy Osbourne.

One of the reasons for Donald Trump’s success in 2016 was that he recognised an underlying movement of frustration, and gave voice to it.

But if you compare Trump’s demographics with the demographics of his supporters, you would find little in common.

Demographics provide important data, but studying movements and beliefs is a better way to build a vibrant business.

Q: So how would you identify movements that would be relevant to your business?

A: Through studying relevant hashtags on social media.

Hashtags like #metoo represent global movements, but stay away from those because you’ll get lost in the noise.

Look for a hashtag that’s relevant to your business. Study the conversations that take place within it to pick up clues about what troubles those who follow it.

Aligning with a movement that’s relevant to your business makes it easier to connect with its ‘members’.

When you understand what they struggle with, you can develop a solution that they will buy.

Just ask Donald Trump.

This week’s links:

The first link this week covers how to find hashtags and, therefore, movements, that are relevant to your business.

I’ve also covered 6 ways creators can add extra streams of income, how to market your business on Instagram and 5 tips on starting a successful curated newsletter.

How to find hashtags relevant to your business

Bin Teo describes 3 steps he uses to find relevant hashtags on Twitter.

You can use the same approach to find hashtags, and so movements, that are relevant to your business on any social media platform:

How to find relevant hashtags to your business

6 Ways creators can add extra income streams

I’m an advocate for diversifying your revenue streams to provide resilience to your business. Kaleigh Moore describes 6 ways creators can add extra income streams:

6 ways creators are monetising beyond creating

How to market your business on Instagram

This article on Level343 goes through the preparation you should do before you start posting on Instagram, and then 7 ways to level up your Instagram game:

How to market your business on Instagram

5 tips on starting a successful curated newsletter

An active, engaged email list is the most cost-effective marketing channel around, bringing in an average of $42 for every $1 spent.

A curated email newsletter is a great way to increase your own knowledge, as well as to bring extra value to your list.

This article on Ghost gives 5 tips on creating a successful curated newsletter:

5 tips on starting a successful curated newsletter


Just so you know: this email may contain affiliate links. If you click one of them, and make a purchase, I may receive a small commission as a ‘thank you’ from the product or service provider. I only link to products or services that I use, or have used, and am proud to be associated with. There is no additional cost to you.

Cool (and smart) people and businesses to follow

Smart, current and insightful tips from:

Neal Schaffer

Jason Majoue

Useful resources

Free online courses

Expert tax help

Fun flashback

I’ve always loved Dido’s voice. Here she is with ‘Thank You’, a song that will always remind me of a special trip to England a long time ago:

Struggling to grow your business?

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And I pick out detailed, current tips from experts in their fields. Not the same old stuff that’s been re-hashed countless times.

Join us, and you will be the first to receive the best, most current business growth tips I find each week – in your inbox, every Monday:

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Martin Malden

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